You work for a software start up and are aiming to drive sign-ups for free trials. Which of the following would achieve this in a video ad with an action objective?

Analysis of Correct Answer(s)

For a video ad with an action objective, the primary goal is to drive a specific, measurable user behavior, such as a sign-up. The most effective creative strategy directly supports this goal.

• Set the context: The ad must quickly establish the value proposition. Viewers need to understand what the software does and what problem it solves for them. This context gives them a reason to act.
• Include a clear call-to-action (CTA): This is the most critical element for an action campaign. The ad must explicitly tell the viewer what to do next (e.g., "Sign Up Free," "Start Your Trial"). A strong, direct CTA removes ambiguity and guides the user toward the desired conversion.

This combination first provides the "why" (context) and then the "what to do" (CTA), which is the fundamental formula for a successful direct-response ad.

Analysis of Incorrect Options

• Focus on audio and supers to reinforce your message: While audio and superimposed text are important supporting elements, they are not the core strategy. An ad can have excellent reinforcement but fail if it lacks clear context and a compelling CTA.
• Focus on people to get the product noticed: Using people can increase engagement and relatability, which is effective for awareness or consideration goals. However, for a direct action objective, simply getting noticed is insufficient. The creative must explicitly ask for the sign-up.
• Include a clear call-to-action with minimal audio: This option is partially correct by including a CTA, but the advice for "minimal audio" is misleading. Audio, especially a voice-over, is a powerful tool to explain benefits and audibly deliver the CTA, reinforcing the on-screen message. Effective audio complements the CTA rather than overwhelming it.